Whether you’re already using artificial intelligence (AI), in your role, or you’re still deciding if you want to try it out, there’s no denying that the way we work is about to change drastically.
Just like the Gutenberg press brought books to the masses in 1436, and computers revolutionized the workplace in the late 1900s, AI is ushering in a new era that not only makes us more productive, but maybe even happier. That’s right – happier.
That’s because, according to a HubSpot survey. AI can help save the average professional a whopping 2.5 hours a day, enabling us to spend more time on the most impactful, creative, and enjoyable parts of our roles. Additionally, an MIT study showed that by using a tool like ChatGPT, the average time for a worker to complete a task decreased by 40% and output quality rose by 18%.
The rise of AI is most notable in the world of content creation, where it has shown remarkable ability to generate text and visual content. AI has made significant gains in understanding, interpreting, and generating human-like text. One of the most popular forms of generative AI is natural language processing, a branch of AI that gives machines the ability to understand and generate human language.
HubSpot Chief Marketing Officer, Kipp Bodnar, explains:
When it comes to content creation, AI can help in a few different ways. The first, it can actually help you compose your content, whether it be an outline for, a podcast, YouTube show, or an article you might be writing for your blog. So you could use an AI engine to basically talk about the topic, ask it to do research, nd then, basically from that prompt, it can generate an outline that you could use to then build out and write in more detail. The second thing it can help you do is it can help you understand what to create content on.
You can use AI to upload your performance data of your blog or your YouTube channel or your podcast, and then have it suggest additional titles for additional articles or shows, topics, guests, all of those things. I know when I was a content creator, my biggest challenge was getting stuck, not knowing what or who or how to write or get done with something, and AI really takes a lot of that out of the equation. And it allows you to focus on the thing you do best getting your knowledge out into the world.
Let’s review a few applications of AI-based text generation and how it applies to marketing.
First is scalable content production. Marketers can create text content at scale using AI. From product descriptions to blog posts and social media updates, AI-powered content generation can create thousands of unique pieces of content in a fraction of the time it would take a human. Here are some examples:
- Product descriptions: For ecommerce sites with thousands of products, AI can generate unique product descriptions based on product data, freeing up valuable time for marketers.
- Blog posts: AI can create data-driven blog posts. For instance, a marketer can feed the AI tool with the latest industry statistics, and it can generate a comprehensive blog post highlighting key trends.
- Social media posts: AI can help marketers maintain a consistent presence on social media by generating a variety of posts tailored to each platform’s audience. Newsletters: AI can curate and generate content for weekly or monthly newsletters based on the most popular or relevant content for subscribers.
- Press releases: AI can be used to draft even the most data-heavy press releases, offering a quick turnaround for timely announcements.
Next is creative experimentation. AI can be a valuable tool for sparking creativity and exploring different content styles. For instance, you can input a specific tone of voice or style into an AI text generator and ask it to simplify or transform a piece of content. Some additional examples include:
- Ad copy testing: Marketers can use AI to generate and test multiple variations of ad copy to see which resonates best with the audience.
- Content repurposing: An AI tool can take a well-performing blog post and
transform it into a script for a podcast episode or a storyboard for an infographic. • Tone variation: Marketers can experiment with AI to adapt their content for different audiences. For example, turning a formal news release into a casual blog post. - Translation and localization: AI can translate content into different languages and adapt it to fit local cultural nuances, helping brands resonate with and reach international audiences.
- Interactive content: AI can generate interactive quizzes or polls based on trending topics or previous engagement data, adding a new layer of creative engagement to a brand’s content strategy.
These are only a few of the possibilities.
We’ve talked a lot about how AI can help with text-based content, but that’s not all it can do to help you develop marketing material. Its impact extends to visual content creation, giving you the ability to develop visual imagery in ways previously unimaginable.
- Image Generation and editing: AI can create and edit images that match the style of your brand. Programs using Generative Adversarial Networks (GANs), a type of AI, can create original visual content from scratch or modify existing content, such as changing the color of a product in an image or creating variations of a logo.
- Video content: In the world of video marketing, AI tools can simulate human
appearance and behaviors, creating realistic and engaging videos. These tools open up possibilities for creating brand spokesperson videos, product demos, and even virtual influencers without significant human intervention. - Automated Design: Imagine having an in-house graphic designer available 24/7. That’s what AI can offer. AI-powered design tools can create a variety of visuals such as infographics, banners, and social media posts, which adhere to your brand’s aesthetic and design principles.
AI holds the key to the future of content creation, but to use this technology effectively, it’s crucial to have a strategic approach. There are four elements to pay attention to as you begin working with AI.
First, it’s important to understand your audience. It’s great if you know this before you start, but if you don’t, there are AI tools that can help analyze customer behavior and feedback to gain insight into what they want from your content. These insights can help shape your content strategy, enabling you to create content that truly resonates with your audience.
Second, you still need to optimize for SEO. Search engine algorithms are continually evolving. Staying on top of these changes is vital to your success. AI tools can analyze and predict search engine trends, helping you optimize your content for higher search engine rankings.
Third, you’ll need to measure the performance of your content, and that of the AI. AI doesn’t just create content – it can also analyze the results of campaigns. And using AI, you can gain valuable insight into which content does best, helping to guide your future content creation efforts.
Fourth, while AI is a powerful tool for streamlining content creation and analysis, it’s crucial to ensure that the content produced maintains a human touch. Your audience wants to connect with authentic and engaging content that speaks to their needs and aspirations. Although AI can help generate and optimize content, it’s essential to review and edit the AI-generated material to make sure it aligns with your brand voice and captures the essence of your audience’s desires. While AI offers incredible efficiency, remember to add a personal touch that distinguishes your content from robotic, generic messaging. By striking the right balance between automation and human involvement, you can create content that truly resonates with your audience and establishes a strong brand connection.
In today’s rapidly evolving digital landscape, AI is emerging as a valuable asset in content creation and optimization, revolutionizing the way we connect with our audience. By exploring and incorporating AI in your content creation process, you can produce more personalized, scalable, and engaging content than ever before, all while saving time and focusing on the strategic tasks that truly need your attention.
